Murphy USA has just announced a partnership with Atlanta-based Linq3, to begin offering a “Play at the Pump” option. This would allow motorists to buy lottery tickets while refueling without needing to enter the store. Initially, this will be offered at two locations in Minnesota and Missouri, with more locations being added soon.
Play at the Pump will allow motorists to play Mega Millions or Powerball, using their credit or debit card. There are even some states that will allow prizes up to $600.00 to be credited to the payment card used to purchase the lottery ticket.
Murphy USA believes that this will open a new stream of revenue that may be currently missed because those time- pressed motorists have chosen not to enter the store in the past. While I can understand this, I can’t help but think that this new technology could also take revenue away. Many customers do enter the store to purchase lottery tickets, and the store tends to capitalize on additional sales on top of the lottery. With so many people looking for more convenience, this technology could also take one stream of revenue away.
